Lords Mobile, an online MMORPG battle game, wanted to create custom content for Facebook that played up the fast-paced decision-making of the game. Catch is, our research showed FB users scrolled by content if it didn’t create a “thumb-stopping” moment in the first three seconds. That’s why we created a series of videos that break the fourth wall—immersing viewers right away in FB Live moments streamed from the battlefield as characters seek assistance with critical decisions.